A single, iconic golden basketball shoe, the Curry Under Armour logo subtly fading away like dust, with a new, glowing brand emblem emerging brightly in its place, dramatic lighting, photorealistic, symbolic of a new beginning.
A single, iconic golden basketball shoe, the Curry Under Armour logo subtly fading away like dust, with a new, glowing brand emblem emerging brightly in its place, dramatic lighting, photorealistic, symbolic of a new beginning.

Curry Under Armour: The End of an Era and the Birth of an Independent Brand

The partnership between Stephen Curry and Under Armour, one of the most successful athlete-brand collaborations in modern sports history, has reached its conclusion after more than a decade. In a landmark decision announced in late 2025, both parties have mutually agreed to separate, marking a significant transition in the basketball footwear and apparel landscape.

The Partnership That Changed Basketball Footwear

Stephen Curry first signed with Under Armour in 2013, a move that would prove transformative for both the athlete and the brand. At the time, Curry was an emerging star with the Golden State Warriors, and Under Armour was seeking to establish itself as a serious competitor in the basketball market dominated by Nike and Adidas.

The collaboration quickly blossomed into one of the most successful signature shoe lines in recent memory. The Curry signature line debuted in 2015 with the Curry One and rapidly evolved through multiple iterations, each incorporating innovative technologies and design elements that catered to Curry's unique playing style and the needs of basketball players worldwide.

The Curry Brand Evolution

In 2020, the partnership reached new heights with the launch of the Curry Brand, a sub-brand within Under Armour dedicated to expanding beyond basketball into running, golf, and women's sports. This ambitious expansion reflected Curry's growing influence both on and off the court and represented Under Armour's commitment to building a comprehensive lifestyle brand around the NBA superstar.

The Curry Brand was built on three core pillars: performance innovation, style, and community impact. Through initiatives like the "Change the Game for Good" program, the brand committed to supporting youth sports in underserved communities, providing equipment, safe places to play, and coaching resources.

The Separation Agreement

The decision to part ways was announced as a mutual agreement that will see the Curry Brand operate independently, with Curry assuming full control over its future direction. The transition is structured to be gradual, with Under Armour releasing the final collaborative product, the Curry 13, in February 2026. Additional colorways and apparel collections will remain available through October 2026, ensuring a smooth transition for consumers and retail partners.

Under Armour founder and CEO Kevin Plank expressed gratitude for Curry's contributions, highlighting his role as "a strategic business leader" who helped elevate the brand's basketball presence. Plank emphasized that this move allows Under Armour to focus on its core brand during a critical stage of the company's turnaround efforts.

Strategic Implications for Under Armour

The separation aligns with Under Armour's broader restructuring efforts amid challenges including weak consumer demand and economic pressures. The company has expanded its restructuring plan, incurring an additional $95 million in charges, including costs associated with the Curry separation.

Despite the separation, Under Armour does not anticipate a significant impact on its profitability. The company projects global basketball revenue to range between $100 million and $120 million in fiscal year 2026. As of November 2025, Under Armour's stock (UAA) was trading at $4.53, reflecting market adjustments following the announcement.

Curry's Vision for the Future

Stephen Curry acknowledged Under Armour's early support in his career, noting how the partnership helped him establish his brand identity. In statements following the announcement, Curry expressed excitement for the future growth of the Curry Brand, emphasizing a continued commitment to impacting youth sports and communities.

The separation positions Curry to explore new partnerships and expand the brand's influence across the athletic and lifestyle markets. With full control over the Curry Brand, the NBA superstar has the opportunity to build a truly independent enterprise that reflects his personal vision and values.

Industry Impact and Future Prospects

The Curry-Under Armour separation represents a significant shift in the sportswear industry's approach to athlete partnerships. It demonstrates the growing power of superstar athletes to build independent brands rather than remaining tethered to traditional sportswear giants.

As the Curry Brand prepares to operate independently, industry observers are watching closely to see what direction Curry will take. Potential areas for expansion include deeper integration with Curry's other business ventures, including his production company and philanthropic initiatives, as well as potential collaborations with other brands across different sectors.

The end of the Curry-Under Armour partnership marks both the conclusion of an era and the beginning of an exciting new chapter for one of basketball's most influential figures. As Curry takes full control of his brand, the sports world awaits the next evolution of what has become one of the most successful athlete-driven enterprises in modern sports history.

The prompt for this was: curry under armour

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